We are missing some metrics, right? Obviously, it was a GE corporate video
Posted: Mon Jan 20, 2025 9:03 am
The main, so to speak, art part of the content was user-generated. And do not forget that we are talking about b2b!
A creative storytelling approach was used to highlight a potentially boring B2B product. Engineers and scientists are people too. Marketers just have to show it. Combine "productness" and "humanity".
Was the campaign profitable?
and I don’t know if that alone sold a single microscope… But… I don’t think it matters. After all, the goal of “cool” marketing is to create an emotional connection between you and your customer. And one that leads to mutual trust and loyalty for years to come.
GE customers cried live on air and they will benin whatsapp number database certainly remember that evening spent in Times Square for the rest of their lives. After all, even I won’t forget it, although I wasn’t there!
Mission accomplished
I love this b2b marketing case because it breaks the mold and makes an ordinary product beautiful, emotional. So breathtaking.
And there is another lesson to be learned here. Stop using your industry as an "excuse". Working in the banking, finance, industrial sector does not give you the right to be boring. Engineers and bankers also love interesting and entertaining content. No one will ever choose boredom.
Now you are sitting in your usual standard office and thinking: how can I make MY company's image at least a little entertaining? Yes, yes, it's high time to think about it!
And when else, right?!
Note:
After reading this post, my friend Jackie Scott remembered that I had previously used this case in my training for Johnson & Johnson. So I dug through my old slides more specifically and — voila — found for you a link to the very same video that was shown in Times Square in 2013. Enjoy:
A creative storytelling approach was used to highlight a potentially boring B2B product. Engineers and scientists are people too. Marketers just have to show it. Combine "productness" and "humanity".
Was the campaign profitable?
and I don’t know if that alone sold a single microscope… But… I don’t think it matters. After all, the goal of “cool” marketing is to create an emotional connection between you and your customer. And one that leads to mutual trust and loyalty for years to come.
GE customers cried live on air and they will benin whatsapp number database certainly remember that evening spent in Times Square for the rest of their lives. After all, even I won’t forget it, although I wasn’t there!
Mission accomplished
I love this b2b marketing case because it breaks the mold and makes an ordinary product beautiful, emotional. So breathtaking.
And there is another lesson to be learned here. Stop using your industry as an "excuse". Working in the banking, finance, industrial sector does not give you the right to be boring. Engineers and bankers also love interesting and entertaining content. No one will ever choose boredom.
Now you are sitting in your usual standard office and thinking: how can I make MY company's image at least a little entertaining? Yes, yes, it's high time to think about it!
And when else, right?!
Note:
After reading this post, my friend Jackie Scott remembered that I had previously used this case in my training for Johnson & Johnson. So I dug through my old slides more specifically and — voila — found for you a link to the very same video that was shown in Times Square in 2013. Enjoy: